Spanish football giants Atlético de Madrid have signed a multi-year sponsorship agreement with the Rwanda Development Board (RDB), making Visit Rwanda an official partner of the club until June 30, 2028.

This partnership makes Visit Rwanda the first African brand to sponsor Atlético Madrid, marking a major milestone in the country’s ongoing campaign to expand its global tourism and investment presence through high-profile sports partnerships.

Visit Rwanda is already a prominent sponsor in European football, with ongoing collaborations with Bayern Munich, Paris Saint-Germain, and Arsenal FC. The new deal with Atlético further reinforces its strategy to reach new audiences across European markets by becoming the club’s first African sponsor in Spain’s top-flight league, LaLiga.

As part of the agreement, Visit Rwanda branding will be displayed on the front of Atlético Madrid’s men’s first team training and warm-up kits for the final five LaLiga matches of the season, and during the Club World Cup. Starting next season, the branding will also appear on the women’s first team training kits and on the back of the official match jerseys of both teams.

The brand will also feature prominently across the Riyadh Air Metropolitano stadium and Atlético Madrid’s digital platforms, while being actively involved in fan engagement campaigns and promotional activities.

Jean-Guy Afrika, CEO of the Rwanda Development Board, praised the significance of the agreement, noting the alignment between the two partners’ values and vision:

“This historic partnership with Atlético de Madrid reflects Rwanda’s ambition to position itself as a global destination for opportunity, adventure and talent. Atlético de Madrid’s values of resilience and excellence closely mirror Rwanda’s own journey, and together we will open new avenues for tourism growth, investment promotion and youth development.”

Óscar Mayo, Atlético Madrid’s General Director of Revenue and Operations, welcomed the partnership, emphasizing its value in supporting the club’s international growth strategy:

“Visit Rwanda is of great importance as a partner in our club’s goal of international expansion. We are always looking for partners with global solvency, linked to football, and Visit Rwanda is an example of this. It is a country in constant growth, and I am convinced that we will both benefit from this partnership.”

This deal adds to Rwanda’s growing portfolio of international sports sponsorships, further leveraging the power of football to drive national branding, attract tourism, and promote economic opportunity.